Burberry has today announced its Spring/Summer 2021 collection will be shown in a live runway event on September 17, set in the great British outdoors.
Unlike all the brand’s previous runway shows, September’s event will not have the star studded front row in attendance.
Instead, the only way to watch the show will be digitally, with access available to everyone globally.
Burberry is the first brand to announce its plans for London Fashion Week in September. Covid-19 meant the June event was entirely digital, and September’s is most likely set to be a part-physical, part-digital affair.
Entitled Back to Nature, Burberry’s show will be certified carbon neutral, with measures taken to reduce the presentation’s environmental impact and any remaining emissions will be offset through Burberry’s Regeneration Fund.
“As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, whilst marvelling and revelling in its extraordinary beauty. Especially recently, we have all yearned to reconnect again and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain,” said creative director Riccardo Tisci in a statement.
As the biggest brand on London’s lineup, Burberry’s decision to avoid the complications of social distancing, crowd control and travel for international attendees, is perhaps a sign of how other brands will approach the task of showcasing their SS21 collections.
September’s showcase will give us a better idea of how the merry go round of long haul flights, hectic schedules, chauffeured cars and endless street style shoots that is Fashion Week might position itself for a more climate and Covid-friendly future.
